Global Hotel Alliance Sees Boost from Spain's Tourism Recovery

25.08.2023 - 14:07 / skift.com / Matthew Parsons

Global Hotel Alliance gained from Spain’s tourism recovery in the fourth quarter of last year, following the addition of NH Hotels into the fold.

The country has now become the alliance’s second top earner, as it contributed $31 million in revenue in the last three months of 2022, the company said on Monday.

The United Arab Emirates, its traditional stronghold and where the alliance is headquartered, contributed $32 million.

Spain is catching up, as Singapore and Bangkok were the alliance’s second and third best-sellers, after the United Arab Emirates, during the first nine months of 2022.

Spain’s international visitors increased by 40 million last year, up from 31 million in 2021.

“The strength of recovery reflects the impact of the new GHA Discovery loyalty program, NH joining the alliance and bullish travel sentiment,” the company said.

NH Hotels also opened its first hotel, NH Collection Dubai The Palm, earlier this month, while the NH Collection La Suite Hotel Dubai will launch in 2024.

Room revenue generated by the 23 million global members of the GHA Discovery loyalty program exceeded 2019 levels from mid-November onwards. Room nights sold surpassed pre-pandemic levels by the end of its fourth quarter.

Business travel still lags however. The percentage of revenue attributed to international stays stabilized at 70 percent, the same amount as 2019, and the alliance said demand patterns were “returning to the old normal though leisure travel now dominates.”

The top feeder markets in the fourth quarter were the U.S. delivering $43 million in room revenue followed by the UK ($28 million), Spain ($26 million), Germany ($24 million) and Australia ($19 million).

China, which used to lead in outbound traffic, came in sixth place. The alliance, which counts 40 independent hotels brands as members, said China could “bounce back to number one in 2023.”

Total revenue for 2022 was $1.4 billion, up 60 percent on 2021.